Sip, Savor, Explore: the Allure of Wine Tourism

Experience tourism has shifted from being solely about leisure to becoming a deeper, more purposeful journey. What once revolved around sightseeing and ticking off landmarks has evolved into immersive encounters with local culture, authentic activities, and meaningful connections. Today’s travelers aren’t just visiting—they’re seeking to live the destination.

This evolution reflects the growing demand for personalized and authentic experiences that stray from mass tourism products. Tourists are looking for interaction with local communities, learning traditional skills, participating in local festivities, and understanding the cultural and historical context of the area.

Wine tourism is a perfect example of experience tourism. It is not just about visiting a winery and tasting wine but involves participating in the harvest, learning about the winemaking process, meeting the winemaker, enjoying a meal paired with views over the vineyards, and more. All these activities offer an immersive and enriching experience, connecting tourists with the wine culture, nature, and local community.

Wine tourism is popular in wine regions around the world, including France, Italy, Spain, California, Chile, Argentina, and Australia, among others, and it is becoming increasingly popular as it allows travelers to explore the history, tradition, and culture associated with wine production while enjoying beautiful rural landscapes and unique culinary experiences.

Accommodations related to wine tourism typically include a variety of options ranging from boutique hotels and charming inns located near vineyards and wineries to stays in rural houses and agritourisms within the wineries themselves.

These accommodations offer additional experiences that complement vineyard visits, such as private wine tastings, guided tours of vineyards, cooking classes focusing on wine pairings, and outdoor activities like hiking and cycling through the grape fields. These experiences have evolved over time, becoming increasingly complex and sophisticated, always seeking differentiation, as well as repeated choices from tourists.

Key Wine Tourism Countries in the World

We must mention European countries as the origin of this marriage between wine and tourism, particularly those situated in the southwest of the continent, where four of the world’s main wine tourism destinations are located: Portugal, France, Italy, and Spain. Interestingly, the latter three are also the leading producers and exporters of wine globally and have been for decades, highlighting a strong winemaking tradition that dates back to Phoenician times.

The United States ranks as the fourth largest wine producer in the world and is a leader in consumption. A recent study also highlights its leadership in the active participation of the wine industry in wine tourism, with over 90% of wineries involved.

What’s Happening in South America?

Wine tourism in Latin America has experienced significant growth, driven by the high quality of its wines, the beauty of its landscapes, and the development of attractive tourism offerings. This growth generates employment, fosters local economic development, and preserves heritage. Beyond Mendoza and Chile, which are traditional destinations, countries like Uruguay, Peru, and Brazil are showing increasing interest and development, with prominent wine regions.

Some examples include: In Uruguay, the Canelones region and the Carmelo area, along the banks of the Río de la Plata, are known for producing Tannat, the country’s flagship grape variety. In Peru, the Ica Valley is the primary wine tourism destination, with wineries like Tacama and Santiago Queirolo producing high-quality wines and piscos. Lastly, in Brazil, the Vale dos Vinhedos region in Rio Grande do Sul is recognized for producing sparkling and red wines made from Merlot and Cabernet Sauvignon grapes.

The future looks promising, focused on authentic and sustainable experiences, with responsible practices and community collaboration. Regional cooperation, exemplified by initiatives like the Southern Wine Route, further strengthens this sector as a driver of development and cultural integration.

Argentina:

Wine has been an integral part of Argentine culture for centuries. The unique combination of climate, soil, and altitude in various regions of the country has enabled the development of a thriving wine industry and the expansion of wine-related tourism.

Origins of Grape Cultivation in Argentina

Viticulture in Argentina traces its roots back to Spanish colonization in the 16th century. Colonizers introduced European grape varieties and cultivation techniques, establishing the first vineyards in regions like Mendoza and San Juan. However, the true boost to Argentina’s wine industry came in the 19th century with the arrival of European immigrants, particularly Italians and Spaniards, who brought viticultural knowledge and new grape varieties.

Growth and Expansion of the Wine Industry

During the 19th and early 20th centuries, Argentina’s wine industry experienced significant growth. Numerous wineries and vineyards were established across various regions, including Mendoza, San Juan, La Rioja, and Salta. The adoption of new cultivation and winemaking techniques, along with the modernization of infrastructure, contributed to the increase in quality and production of Argentine wine.

The Renaissance of Argentine Wine in the 20th Century

By the mid-20th century, Argentina’s wine industry faced challenges such as overproduction, low quality, and lack of international recognition. However, from the 1990s onward, a renaissance of Argentine wine took place, driven by investments in technology, winemaking innovation, and a greater focus on quality. The introduction of grape varieties like Malbec and the adoption of sustainable practices also contributed to the success of Argentine wine in the global market.

The Rise of Wine Tourism in Argentina

Alongside the growth of the wine industry, wine tourism has become an important part of Argentina’s tourism offering. Major wine regions, such as Mendoza, Salta, and La Rioja, have developed specialized tourism infrastructure that includes boutique wineries, themed hotels, gourmet restaurants, and wine-related activities such as tastings and vineyard tours. Wine tourism has not only contributed to the economic development of these regions but has also promoted wine culture and Argentina’s national identity on an international level.

Tourist Demographics and Trends in Wine Tourism

When it comes to foreign tourists, the majority age group is between 36 and 50 years old, accounting for 41.9%. However, younger visitors also participate significantly; when grouped together, those aged 18 to 35 represent 40.7%. In all cases, the age profile of wine tourists in Argentina indicates that they are mostly young, with demands and aspirations aligned with that age.

Regarding their origin, out of a total of 1.26 million visits to wineries (note that these are visits, not individuals, as someone may visit multiple establishments), 60% are national tourists, 26% are local visitors, and 14% are foreigners. Among nationals and locals, 86% of visitors to wineries are Argentine, indicating that wine tourism is predominantly a national phenomenon.

Duration of Visits

Among national tourists visiting wineries, 39.3% organize their trips with an average stay of 3 to 5 nights. Additionally, 22.3% stay between 6 and 7 nights, meaning that 61.6% allocate between 3 and 7 days for wine tourism. In comparison, foreign visitors tend to stay longer. Approximately 31.3% stay more than 10 nights, while 23.8% choose to stay between 8 and 10 nights.

Activities at the Wineries

During their time there, 47.5% of national tourists visit 1 or 2 wineries, while 41.6% visit between 3 and 5 wineries. The remaining 10.9% indicate they tour 6 or more establishments. Among foreigners, only 20.9% visit 1 or 2 wineries; in contrast, 43.1% go to between 3 and 5, and the remaining 35% visit more than 6 establishments. When asked about the services they consume at the wineries, 98% of tourists participate in guided tours of the establishment or vineyard, 44% visit the wine shop, 38% attend external events, 28% enjoy the gastronomic offerings, and 20% participate in the harvest activity. These five activities represent the most demanded services at wineries open to tourism, according to conducted surveys.

Growing Offer

At the close of 2022, Argentina had identified 357 wineries open to tourism across 16 provinces. According to preliminary data as of April 2023, the total number of wineries open to tourism has increased to 375. Mendoza is the province with the most extensive offering, featuring 180 wineries open to tourism, followed by Salta with 30, and Catamarca with 29. San Juan has 27 and Córdoba has 23 wineries.

Movement and Impact

According to surveys conducted by the establishments themselves, a total of 1,264,004 visits to wineries were recorded throughout 2022. This number of visits resulted in the sale of 732,281 bottles of wine, indicating a ratio of 1 bottle sold for every 1.72 visits to a winery.

On another note, 55% of the total visitors to wineries during this period are women, and 11% identify as part of the LGBTQ+ community. Additionally, 45% of wine tourists traveled in pairs or in groups of two, while 23% were in groups of more than five people.

Another interesting finding from the analysis is that nearly half of the visitors to wineries in Argentina (specifically, 47%) describe themselves as “beginners” and lack extensive knowledge about wines.

Chile: A Key Player in Wine Tourism

Chile, with its more than 2,900 kilometers of length and a great diversity of climates and geography, is another major player in wine tourism in Latin America. The Maipo Valley, just a few kilometers from Santiago, is the country’s most famous wine region, known for the quality of its Cabernet Sauvignon and the beauty of its landscapes.

With over 150 wineries, the Maipo Valley offers a wide variety of wine tourism experiences, from visits to historic wineries such as Concha y Toro and Santa Rita to tours of organic and biodynamic vineyards, like those of Emiliana and De Martino. Additionally, this region features boutique accommodations and fine dining restaurants that enhance the wine tourism experience.

Beyond the Maipo Valley, Chile has other wine regions of great interest for wine tourism. The Casablanca Valley, located on the central coast of the country, is renowned for its white and sparkling wines, particularly those made from Chardonnay and Sauvignon Blanc grapes. Here, wineries like Veramonte, Casas del Bosque, and Matetic offer wine tourism experiences in a stunning setting, with views of the Pacific Ocean and the Coastal Mountain Range.

Further south, the Colchagua Valley is another must-visit destination for wine lovers. Known for its high-end red wines, particularly those made from Carménère, Syrah, and Cabernet Sauvignon grapes, Colchagua is home to iconic wineries like Montes, Lapostolle, and Viña MontGras. In this region, wine tourism blends with the beauty of the rural landscape and the opportunity to enjoy outdoor activities such as horseback riding and trekking.

Conclusion

Wine tourism in South America has come a long way from its origins, evolving from a simple recreational activity into a rich experience that celebrates the culture, gastronomy, and landscapes of our countries. From the historic wineries of Argentina and Chile to the emerging wine regions of Uruguay and Peru, each destination offers a unique narrative that attracts visitors from around the globe.

The evolution of wine tourism reflects a shift towards authentic and sustainable experiences, where connection with the local community and respect for the environment are paramount. This approach not only enhances the visitor’s experience but also contributes to the economic development of the wine-producing regions.

The future of wine tourism in South America looks promising. With a growing interest in sustainable tourism and an increase in demand for personalized experiences, wine tourism is well positioned to become a strategic business model within the tourism industry. By integrating viticultural traditions with innovations in services and experiences, our wineries can attract a diverse audience and help establish South America as a leading destination for wine tourism.

As we continue to explore and promote our rich wine cultures, wine tourism will not only strengthen the cultural identity of the region but also serve as a key driver for economic growth and sustainability in the tourism industry.

Diego Rodriguez Managing Director, Buenos Aires, Argentina

Since 2002, Diego Rodriguez has acted as the Managing Director of the Argentine office, assuming responsibility for the supervision of consulting projects and regional collaboration with other Latin American offices. Connect with Diego on LinkedIn.

This article originally appeared on Horwath HTL.